With minimalism having defined the visual language of the tech industry for the past two decades, this panel of designers convened by Samsung asked: What comes next? Together, the panellists explored how warmer, more expressive and emotionally resonant technology can shape meaningful experiences in today’s Artificial Intelligence (AI) era – while also charting a path forward for the industry.

Design as an Act of Love

The session covered a shared view on the purpose of design as fundamentally people-first. “In recent years, design in tech has been somewhat uniform,” said moderator Debbie Millman. “Compared to other industries, the uniformity in the world of tech is an anomaly. So what if we were to extend technology beyond specifications and functionality?”

Samsung is currently addressing this question by introducing meaning beyond products by focusing on how technology fits into people’s lives, experiences and needs. The panellists discussed the growing importance of this mindset in the current landscape in which traditional barriers to entry such as access to tools, scale and technical capability continuing to diminish.

The Human Side of Tech

The discussion highlighted technology’s role in making intention, care and humanity visible in everyday life. Panellists noted that technology should help people recognise the thoughtfulness embedded in the products they invite into their homes and routines. In this context, Samsung Chief Design Officer Mauro Porcini shared Samsung’s design purpose: to enrich the quality of people’s lives through meaningful technology designed for humanity. He outlined the company’s commitment to help people live longer, live better, live louder and live on through advanced technologies that support wellbeing, creativity and self-expression.

Panellist Karim Rashid added to this sentiment, saying: “When we think about physical things in our world, we think not only about diversity of choice but also the fact that we can develop strong connections to objects,” he said. “Through design, you can end up with a very powerful, emotional connection with inanimate objects or even products.”

Designing for Human Values

The panel went on to explore how AI can unlock new possibilities for expression when shaped by human values. Panellists discussed a shared view that AI reaches its true potential when guided by Emotional Intelligence and Human Imagination, not as a replacement for human creativity but as a force that expands it.

CDO Porcini articulated this with “AI × (EI + HI),” his approach to balancing Emotional Intelligence and Human Imagination to bring meaning to innovation. While describing this philosophy, CDO Porcini said, “When we design and develop, AI is amplified by Emotional Intelligence and Human Imagination. “Then, when people use products, AI amplifies Emotional Intelligence and Human Imagination.” He added, “Do not fear technology. We are here to humanise it, guide it and shape it.”

Through these insights, the session reinforced the belief that technology should be humanised, guided and shaped to serve people’s lives in increasingly new and meaningful ways.

Expressive Design Drives More Meaningful Experiences

The discussion reinforced the importance of expressive design in bringing human-centred purpose to life, creating experiences that reflect emotion, support self-expression, invite connection and stimulate imagination.

“Happiness is the aim of design,” said Fabio Novembre. “Our pursuit of happiness is through design, making the impossible possible. I strongly believe in design and, that it must move back to the centre of the stage.”

Panelists noted that this reflects a shift from merely designing objects to designing experiences where emotion, meaning and identity are increasingly integral to how people relate to technology. This approach inspires a new kind of expression, resulting in designs that range from subtle and minimal to bold and imaginative — all meant to shape a future that isn’t just worth living, but worth loving.

*This article contains products and features currently in development. The plans, product claims, timelines, and specifications described are subject to change without notice. Their future availability is not guaranteed.

*Availability may vary per region, country or carrier.

Making Invisible Intelligence Feel Trustworthy

As AI increasingly anticipates needs, curates routines and operates autonomously across devices, panelists Allie K. Miller, CEO of Open Machine; Amy Webb, CEO of the Future Today Strategy Group; Zack Kass, Global AI Advisor at ZKAI Advisory and former Head of Go-To-Market at Open AI; and Shin Baik, AI Platform Center (APC) Group Head at Samsung Electronics, emphasized that trust must be earned not through promises, but through consistent, understandable behavior.

At the session, Samsung shared its approach to trust-by-design, highlighting the importance of AI systems that are predictable, transparent and easy for users to control. “When it comes to AI, users are looking for transparency and control,” Allie Miller said. “They want to be leaders in their own personalized experiences — to understand whether an AI model is running locally or in the cloud, to know their data is secure and to clearly see what is powered by AI and what is not. That level of visibility builds confidence. On the provider side, there is a responsibility to show up for users by designing personalized experiences around the core components of trust — clarity, security and accountability.”

Samsung also underscored how on-device AI allows personal data to remain local whenever possible, while cloud-based intelligence can be used selectively when greater speed or scale is required, giving users flexibility without compromising privacy.

Security Built for an AI-Driven World

The panel also explored how, as intelligences becomes distributed across phones, TVs and home appliances, security must evolve. In the session, Samsung highlighted its Knox security platform — which now protects billions of devices from the chipset up — as well as Knox Matrix, a cross-device security framework that enables products to authenticate and protect one another.

“Trust in AI starts with security that’s proven, not promised,” Shin Baik said. “For more than a decade, Samsung Knox has provided a deeply embedded security platform designed to protect sensitive data at every layer. But trust goes beyond a single device — it requires an ecosystem that protects itself. With Knox, devices continuously authenticate and monitor one another, so each device acts as a shield for the rest, creating a resilient, secure environment users can rely on.”

A Cross-Industry Conversation on the Future of Trust

Shin Baik emphasized how trust grows when AI behaves predictably and securely across devices, arguing that users need visible signals of control rather than “black box” systems. Samsung pointed to its partnerships with industry leaders such as Google and Microsoft as a way to strengthen shared security research, interoperability and ecosystem-wide protection, while Allie Miller highlighted the importance of transparency for users including clear visibility into where AI models run, how data is used and explicit labels that show what is powered by AI and what is not. Meanwhile, Zack Kass added that while misinformation and misuse present real challenges, “For every risk, there is also a countermeasure and technology itself will play a critical role in mitigating AI’s downsides.”

Amy Webb evaluated the relationship between trust and the purchasing habits of consumers. “I don’t think they’re making decisions based on trust alone,” she said. “People aren’t paying for trust. They don’t buy things because of trust. They buy things because of convenience. So if the AI piece of this hooks people in it makes their lives easier and more convenient.”

As AI becomes increasingly invisible, the panel concluded that the technologies that earn long-term trust will be those that prioritize security, transparency and meaningful user choice from the start.

Under the theme “Your Companion to AI Living,” Samsung outlined its vision for bringing joy, convenience and care to people’s daily lives — unveiling new products and technologies designed to support that goal. The company also emphasized its commitment to democratizing AI by integrating the technology across its product lineup and services.

Watch how Samsung is embedding AI into everyday life.

TM Roh, CEO and Head of Samsung’s Device eXperience (DX) Division, opened The First Look by describing the company’s AI leadership and how due to its vast, AI-enabled, connected ecosystem, Samsung can provide users with a true AI companion experience in their daily life. This approach gives users a chance to access more than just the basics from their technology and instead, provides opportunities to find more meaningful moments everywhere.

“Samsung is building a more unified, more personal experience across mobile, visual display, home appliances and services,” said CEO TM Roh. “With our global connected ecosystem, and by embedding AI across categories, Samsung is leading the way to offer more meaningful everyday AI experiences.”

Entertainment Companion: Extending the Experience Beyond Simple Viewing

SW Yong, President and Head of the Visual Display (VD) Business at Samsung Electronics, and Sukhmani Mohta, Chief Marketing and Partnerships Officer, VD Business at Samsung Electronics America took the stage to describe how Samsung’s displays are combining hardware excellence and visual intelligence to provide a true entertainment companion. Drawing from twenty years of leading the TV industry, Samsung has built a full AI TV lineup that provides an entirely new way for users to interact with their TV.

The center of the display lineup is the 130-inch Micro RGB, which represents a monumental leap in scale and picture quality. The 130-inch Micro RGB marks a new era of color, featuring the widest and most detailed spectrum ever seen in Samsung TVs while its Timeless Frame design minimizes distractions and allows the picture to take center stage with understated elegance. A micro-sized RGB light source drives the unprecedented picture quality, with each microscopic red, green, and blue diode shining independently to produce color in its purest, most natural form. Micro RGBAI Engine Pro enables precise control of RGB colors and creates overwhelmingly vivid picture quality in every scene.

Elevating this next-level viewing experience, Vision AI Companion (VAC) ¹ uses AI technology to work alongside users as a full entertainment companion to enhance viewing, dining, and mood, anywhere in the home. With it, users can receive guidance on what to watch, what to eat, and what music to listen to, enhancing the overall TV experience in a way that extends far beyond simple viewing.

Samsung also offers intuitive modes to personalize the viewing experience. For soccer fans, AI Soccer Mode Pro delivers a more exciting gameday experience through AI-driven picture and sound tuning to stadium-level quality. AI Sound Controller Pro lets you raise or lower the volume of the crowd, commentary, or background music, providing a personalized listening experience for TV shows and movies. Users can simply make verbal requests, and any TV equipped with VAC – which includes Micro LED, Micro RGB, OLED, Neo QLED, Mini LED and UHD TV – contextually carries out those requests.

Across different types of programming, VAC also boosts the overall lifestyle experience. It allows users to find recipes for meals they see on TV by simply asking and uses the most up-to-date information to make recommendations that align with health and fitness goals. VAC offers multi-device functionality, as well, sending recommended recipes directly to other devices like the newly-unveiled The Movingstyle, designed to move easily throughout the home and kitchen appliances, for a multi-device experience achieved through complete ecosystem integration.

Samsung has led the global soundbar market for 11 consecutive years. This year, it is introducing two new WiFi speakers, the Music Studio 5 and 7, to further expand its integrated ecosystem. These models support a wider range of sound system combinations, enhance audiovisual quality, and improve the aesthetics of any space. Each model shares a timeless, dot design concept by renowned designer Erwan Bouroullec, inspired by a universal symbol in music and art and grounded in Samsung’s signature design language.

Samsung also unveiled a host of new products that blend beautifully with users’ homes and aesthetics. The new, ultra-thin OLED S95H features a refined bezel that gives it art gallery elegance, and Samsung’s new portable projector, The Freestyle+, is powered by VAC and allows users to view content on walls and ceilings, as well as uneven surfaces like corners and curtains.

The 2026 TV lineup ² supports HDR10+ ADVANCED, delivering enhanced brightness, genre-based optimization, intelligent motion smoothing, advanced local tone mapping, and improved gaming experience.

As HDR10+ adoption grows among major OTT providers, Samsung will be the first to launch HDR10+ ADVANCED in its 2026 TV lineup. Samsung also features Eclipsa Audio, the company’s new spatial sound system, introduced across all 2026 TVs.

Samsung also unveiled its most advanced Odyssey gaming monitor lineup yet, introducing five new models that push the boundaries of resolution, refresh rate, and immersive visual performance. Led by Samsung’s first 6K 3D Odyssey G9, the 2026 lineup debuts world-first display technologies for gamers and creators, including the next-generation Odyssey G6 and three new Odyssey G8 models.

At the center of all these display innovations is the most powerful Tizen OS yet. Users can now enjoy seven years of Tizen OS upgrades, ensuring that TVs continue to evolve long after they have entered the home.

Home Companion: Connected Smart Appliances That Guide You Through Your Day

Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Division at Samsung Electronics, and Elizabeth Anderson, Head of Integrated Marketing, DA at Samsung Electronics America (SEA) outlined Samsung’s vision to evolve from providing home appliances to true home companions that work to eliminate the stress of daily chores. Cheolgi Kim also announced that as of December 2025, SmartThings now serves more than 430 million users, empowering Samsung with a significant scale and depth of insight that sets it apart from other brands.

This insight comes to life with the Family Hub. The AI-enabled refrigerator is the centerpiece of the home and now, with an upgrade to AI Vision built with Google Gemini ³ it redefines living for an AI future. With this update, AI Vision unlocks existing limitations in recognizing food items, seamlessly tracking what is placed into and taken out of the refrigerator, making meal planning and food management simpler than ever.⁴ The Family Hub has won 10 CES Innovation Awards so far, and Samsung’s AI-enabled fridges have received the award for the past three years.

Through a gamified feature called “What’s for Today?” ⁵, select refrigerators provide recipe recommendations based on what is in the refrigerator or also random recommendations, reducing the stress caused by choosing what to cook. When selected, recipes show up through SmartThings Food, where users receive a step-by-step guide to help them get started instantly. The selected recipe can also be sent to connected cooking appliances to begin the process seamlessly. Video to Recipe ⁶ adds even more simplicity, providing users with recommended cooking videos and converting those videos into easy-to-follow steps, allowing users to follow along while they cook without pausing the video or backtracking.

Samsung also unveiled FoodNote ⁷, a new, weekly report that recaps users’ food intake patterns, from most-used ingredients and recipe recommendations, and which items it’s time to restock. Additionally, Now Brief ⁸ includes more widgets on the Family Hub screen and with Voice ID ⁹, can distinguish between family members and display content relevant to each individual. Ultimately, these features come together to provide various helpful insights and information throughout the week.

In the laundry room, the Bespoke AI Laundry Combo removes the need to transfer loads of laundry, solving a major pain point for households. This year’s model comes with enhanced features, like a faster super speed cycle and enhanced drying performance. Moreover, Samsung’s new Bespoke AI AirDresser is here to solve another common problem with your clothes. It features Auto Wrinkle Care, which blasts strong air and steam jets to smooth out shirts. All users have to do is hang their shirt and wait, reducing the burden in busy mornings.

Around the house, the Bespoke AI Jet Bot Steam Ultra, powered by a Qualcomm Dragonwing processor, features an Active Stereo 3D Sensor to recognize liquids ¹⁰ like coffee, juice, or even transparent liquids like water. While its camera helps with navigation, it also allows the robot vacuum to serve as a monitoring device for when users are away from home, notifying them about their pets and whether there is any suspicious activity. ¹¹ Plus, with a smarter Bixby ¹², users can speak conversationally to their robot vacuum to carry out tasks with ease. For the deep level of connectivity and integration that forms the backbone of a holistic, AI-powered experience, Samsung’s Bespoke AI appliances have received a CES Innovation Award.

Additional benefits include a first-of-its-kind partnership with Hartford Steam Boiler (HSB) to help unlock real, meaningful savings to the smart home experience. HSB President and CEO Greg M. Barats joined the presentation to discuss the partnership, explaining the potential benefits of having smart appliances connected to SmartThings to reduce insurance premiums. This is the best of the AI era – increased protections and reduced costs for users. After a successful pilot run in the U.S. in 2025, the collaboration is expanding to more states across the U.S., as well as to leading home insurance carriers in other global regions.

Care Companion: Shifting From Reactive to Proactive Care

Finally, Praveen Raja, Vice President and Head of Digital Health at Samsung Research America (SRA), introduced Samsung’s long-term vision for intelligent care enabled by Samsung’s integrated device ecosystem, redefining care as a reactive need to a proactive opportunity. With AI, phones, appliances, wearables, and other connected devices will help users prevent potential health concerns before they occur.

For example, Samsung aims to provide personalized health coaching, offering effective exercise and sleep coaching to help decrease risk for major chronic diseases and also suggesting appropriate recipes based on ingredients available in connected refrigerators. Additionally, if any abnormal signs or patterns are detected, it will alert users while allowing their health metrics to be shared with providers via the Xealth platform and to facilitating virtual professional consultations.

Samsung Knox and Knox Matrix serve as the foundation of this hyper-personalized ecosystem, safeguarding user data at every turn. As AI is constantly evolving, so are Knox and Knox Matrix. To maintain security despite constant changes, Samsung’s security systems are consistently identifying AI risks by advancing to protect data in AI training processes and approving models through red team analysis.

For a first glimpse into what’s ahead for Samsung – your companion for AI living, click here.

To get a chance to win a Samsung AI Appliance worth up to ₱52,999, sign up at https://www.samsung.com/ph/handraiserces/ until January 22, 2026.

For more information, visit the Samsung Newsroom.

[1] Feature available in certain regions and models. Availability and supported features may vary by region and watching conditions. Voice commands recognize English, French, Spanish, Portuguese, German, Italian and Korean, but not all accents, dialects and expressions are recognized. This feature provides AI-created content, with accuracy not guaranteed, so results should be confirmed. Requires a specific Bluetooth remote (TM2660H/TM2661H) (sold separately on some models). In-box remote for some models (M70H/U800H) does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible with the AI button or the Home button (via long press) on remote controls without an AI button. ︎
[2] HDR10+ ADVANCED will be available on the following models: QN990H, R95H, S95H, S90H, R90H, S85H, LS03HW, LS03H and QN80H. ︎
[3] Google Gemini is provided by Google LLC. Service availability, supported functions, and accuracy may vary by country, language, device model and OS/One UI version. Users must be 18 or older. Some functions may require additional app settings, and features or results may vary by subscription. ︎
[4] AI Vision refers to the refrigerator’s internal camera and AI-based processing that helps recognize food items. A Wi-Fi connection and a Samsung account are required. If a food item is not recognizable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. The user may need to manually check and adjust the list to ensure its accuracy. A red light turns on when the camera is operating. The user’s appearance may be captured, but areas other than the food item are automatically blurred. ︎
[5] A Wi-Fi connection and a Samsung account are required. ︎
[6] A Wi-Fi connection and a Samsung account are required. ︎
[7] A Wi-Fi connection and a Samsung account are required. ︎
[8] A Wi-Fi connection and a Samsung, Google, or Microsoft account may be required. You must use the same log-in account on each of the devices. Availability of certain apps may vary by country, region, service provider, network environment, or device, and may change without notice. ︎
[9] Each user must register for a Samsung Account on screen appliances in advance. Up to six accounts can be registered on a single device. To use Voice ID, users must have agreed to the Bixby terms and conditions. Voice ID registration is available on select appliances, TVs and mobiles, and only one voice can be registered per account. ︎
[10] A liquid spill is defined as a colored or transparent liquid, such as water or juice, having a size of 7cm x 7cm (15 ml in volume) or larger. Identification may be affected by the size of the liquid or the environmental conditions of the floor, such as the floor pattern, color of the floor, direct or reflected light, or shape of the liquid. Excessive amount of liquid on the floor may cause secondary contamination. ︎
[11] Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Only cats and dogs can be recognized. The recognition capabilities may be limited by the posture or position of a pet. The ability to recognize your pet may vary depending on the type of animal and the living environment. It only recognizes a pet presence based on generic visual indicators, and cannot identify individual pets. Each appliance needs to be set to be optimized for pets by the SmartThings App. ︎
[12] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby recognizes selected languages and certain accents/dialects, including Korean, English (US/GB/IN), Spanish (MX/ES), German, French, Italian, and Portuguese (BR). The user interface may change and differ by device. The availability of Bixby features and content providers may vary depending on the country/carrier/language/device model/OS version. A Samsung account log-in and data network connection (Wi-Fi or data network) are required. ︎

SEOUL, Korea – Dec. 22, 2025 – Samsung Electronics Co., Ltd. today announced that it will host a series of four moderated Tech Forum panel discussions at CES 2026, to highlight industry trends and unveil its distinct AI vision and strategy.

Samsung’s Tech Forums will be held Jan. 5–6 at Samsung’s dedicated exhibition space in the Latour Ballroom at the Wynn Las Vegas. The company will host a total of four moderated panels covering AI, Home Appliances, Services and Design. Samsung executives along with partners, academics, media and industry analysts will participate in each session by topic:

• When Everything Clicks: How Open Ecosystems Deliver Impactful AI (Jan. 5, 9:00 AM) —  Yoonho Choi, Digital Appliances Business, Samsung Electronics (Chair, Home Connectivity Alliance)

Description: Collaborating smart home innovators hold an open discussion on the necessity of cross-industry partnership and what it takes for meaningful smart home technology to be woven into daily living.

• In Tech We Trust? Rethinking Security & Privacy in the AI Age (Jan. 5, 2:00 PM) — Shin Baik, Group Head, AI Platform Center, Samsung Electronics

Description: Experts in security and AI examine the science of trust and how transparency and secure systems can spark a meaningful change for AI adoption.

• FAST Forward: How Streaming’s Next Wave is Redefining Television (Jan. 5, 4:00 PM) —
  Salek Brodsky, Executive Vice President, Visual Display Business, Samsung Electronics

Description: Leaders in TV and entertainment explore the next wave of streaming, including free ad-supported streaming television (FAST), hybrid models and creator-led channels to shape a more interactive future.

• The Human Side of Tech: Designing a Future Worth Loving (Jan. 6, 1:00 PM) — Mauro Porcini, President and Chief Design Officer, DX Division, Samsung Electronics

Description: Design leaders urge the tech industry to look beyond minimalist, spec-driven approaches toward more expressive, human-centered design shaped by new materials, AI and creativity.

In covering the latest trends in technology and daily living, the Technology Forum discussions will serve as a complement to the company’s latest product innovations, which will be showcased at the Samsung Exhibition Zone at the Wynn from Jan. 5–7.

TM Roh, CEO and Head of Device eXperience (DX) Division, will be the keynote speaker for The First Look. SW Yong, President and Head of the Visual Display (VD) Business, and Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Business, will also appear on stage to share their respective business directions for the upcoming year.

The event will be streamed live on Samsung Newsroom, Samsung Electronics’ official YouTube channel and as well as Samsung TV Plus, the company’s FAST (free, ad-supported TV streaming) service. Additional Samsung events and exhibitions will take place at the company’s exclusive exhibition at the Wynn Las Vegas through January 7.

Samsung Electronics Co., Ltd. today unveiled its new “AI for All” vision at CES® 2025, with the focus of making AI an “Everyday, Everywhere” experience. Building on a decade of connected home leadership, Samsung is leveraging the power of AI to bring intelligence to every day, enabling people to experience a more personal, impactful and empowering world.

Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Samsung’s Device eXperience (DX) Division, opened Samsung’s CES 2025 press conference by introducing the company’s roadmap for Home AI, a plan for redefining the meaning of home by providing truly personalized services across all intelligent, connected devices. This strategy, alongside Samsung’s innovations in AI-powered devices across mobile, home appliances and visual display, is a testament to Samsung’s longstanding commitment to human-centric innovation and brings the power of AI to everyday experiences to make life better for all. 

“I’m proud of how we have introduced new technologies and intelligence to the home, connected key devices and set the standard for the home of the future,” Vice Chairman Han said. “This year at CES, we are reinforcing our commitment to delivering personalized experiences through our widespread implementation of AI and we will continue this journey of AI leadership in the home and beyond, not just for the next decade, but for the next century.” 

Elevating Everyday Experiences With Home AI

Later in the press conference, Jonathan Gabrio, Head of the Connected Experience Center at Samsung Electronics America, expanded on Samsung’s Home AI vision, underscoring the company’s commitment to integrating AI across the entire connected experience to cater to diverse lifestyles. From single person households to multi-generational families under one roof, Home AI learns from habits and adapts to individual routines for a hyper-personalized smart home experience. 

Security and Privacy are at the heart of Samsung’s strategy for Home AI. Samsung recognizes that as users introduce more connected devices into their homes and AI becomes more personal, it must also protect users’ privacy. To meet these evolving needs, the company has extended its security capabilities. Now, Samsung Knox Matrix protects home appliances along with mobile devices and TVs with its signature blockchain technology, ensuring that connected devices are working together to protect the user’s home, data and each other from digital threats. With Knox Matrix Dashboard, a transparent privacy control, Samsung offers simplified security management across the entire connected home. As information syncs across devices, Knox Matrix’s Credential Sync ensures that data can only be encrypted or decrypted from the user’s devices, and Samsung Knox Vault adds another layer of protection, keeping sensitive information like passwords or PINs isolated in a secure location. 

Samsung’s One UI provides an integrated software experience across all connected Samsung devices, enhancing interoperability, empowering users with AI-based features and providing software updates for up to seven years. 

Underpinning it all is SmartThings, Samsung’s smart home platform that brings intelligent connectivity to hundreds of millions of users around the world. With Samsung’s belief in open innovation and partnership as a foundation, SmartThings is being equipped with the latest AI technology to streamline and personalize the smart home experience for complete convenience. SmartThings Ambient Sensing intuitively understands the user’s environment and situational context by analyzing even human movements and ambient sounds through connected devices within the home, thereby enabling those devices to intelligently and seamlessly respond and adapt to daily routines.

Bixby Voice, an enhanced AI voice assistant, will be integrated to increase usability. The assistant has been trained so that it can recognize individual voices and respond to commands in a way that works best for each user.

Another way SmartThings simplifies everyday life is with Flex Connect, Samsung’s energy demand response program which incentivizes customers to enroll their devices with SmartThings and use SmartThings Energy. Users can decrease strain on local electricity grids and receive rewards in the form of Samsung Rewards points. In 2025, the program will be expanded from New York and California to select regions in Texas, helping address critical grid needs in the state.

These Home AI updates free up time previously spent on home management, allowing users to focus on what matters most and explore new passions. Samsung’s new Galaxy Book5 Pro and Galaxy Book5 360 are AI PCs built to boost productivity with Intel® Core Ultra Processors (Series 2) and enhance creativity with features like AI Select and Samsung Studio. AI Select works to make browsing a breeze, while Samsung Studio lets users edit across their Galaxy smartphone, tablet or PC wherever inspiration strikes, at home or on the go. Powered by the NPU, Photo Remaster upscales low-resolution photos into high-quality visuals, while Storage Share lets users directly access the files on their smartphone from their PC, avoiding the process of downloading.

With productivity comes proactivity, too. When AI and Samsung Health combine, users are empowered to take control of their health and wellness. Through a revolutionary partnership with Dexcom and with AI-driven health insights gathered on the Galaxy Ring and Galaxy Watch, Samsung is helping users make sense of their data and arrive at more informed decisions about their well-being. These new capabilities will further improve the overall experience of Samsung Health, which stands apart as an end-to-end health solution that integrates the entire home seamlessly. 

Seamless Entertainment in the AI Era

Samsung’s latest screen experiences, powered by Samsung Vision AI, bring unexpected joy to users’ days through unparalleled personalization and exciting new features. The AI Screen experience infuses intelligence into TVs, bringing Generative Wallpaper, Live Translate and Click to Search to users. At the forefront of this technology is the Neo QLED 8K, which provides the most advanced viewing experiences though AI features like 8K AI Upscaling Pro, Auto HDR Remastering Pro and Color Booster Pro — all of which work behind the scenes to intelligently enhance picture quality. Plus, The Frame’s art experience is expanding, allowing all Samsung QLEDs to come with a digital collection of over 3,000 art pieces, making it so that they can turn any room into a personal gallery.

Samsung’s commitment to its Screens Everywhere strategy is reflected in new display options for its appliances, including its new refrigerators with 9″ AI Home displays and other devices with 7″ screens. Consumers will be able to enjoy heightened functionality — including various entertainment services, AI features such as AI Vision Inside and direct access to the online grocery service Instacart — on a broader range of products. 

Taking AI Everywhere

Beyond the home, Samsung’s AI innovations are set to transform new categories and industries with SmartThings Pro. Created to bring the same AI-powered digital solutions to business partners as SmartThings offers consumers, SmartThings Pro is a B2B solution spanning multi-residential homes to retail spaces, hotels, schools and more. Since its launch last June, SmartThings Pro provides businesses with integrations to better understand energy usage, proactively identify devices with maintenance needs and offer comprehensive control of connected solutions. Samsung is working with partners to create an innovative platform, Future Innovation Technology (FIT), for larger businesses and buildings to set automated climate controls that save energy and reduce electricity costs. 

The company is also working with Samsung Heavy Industries on a new SmartThings collaboration that uses the Matter connectivity standard to connect with compatible ships. SmartThings for Ships offers a Pre-Sailing Mode, which allows captains and crews to automate when the engine starts and turn on settings for temperature and lights, saving time and energy. Meanwhile, Care Mode provides a complete view of a ship’s power, AC systems and smoke alarms, while Protection Mode constantly monitors for — and will alert captain and crew to — any abnormal activity. 

Additionally, Samsung is expanding its SmartThings and automotive integrations in a new partnership with Hyundai Motor Group to bring SmartThings to Hyundai EVs. With the expanded ecosystem, users can now use SmartThings Find to easily locate their parked car, even in crowded parking lots. With the power of Home AI, SmartThings can make recommendations on when to recharge EVs based on schedules and rates. And if there is a neighborhood power outage, it will automatically activate Battery Backup Mode, which works alongside AI Energy Mode to extend the battery energy to power home essentials. 

Samsung is continuing its work with Harman to bring best-in-class in-cabin experiences to more vehicles, as well. Specifically, the two companies are working on a new in-vehicle avatar that works with Harman products like Ready Care and Ready Vision, acting as a hands-free digital copilot to anticipate needs while drivers focus on the road. The avatar offers personalized, AI-powered interactions, responding naturally through voice and visuals to create a connection that feels friendly, easy, and approachable.

Empowering the Next Generation

Finally, Inhee Chung, Vice President of the Corporate Sustainability Center, underscored how Samsung’s AI for All vision is rooted in the brand’s commitment to harness the power of advanced technology for a better, more inclusive world. Samsung is introducing diverse and enhanced accessibility features through its AI-powered devices and services, starting with the ability to automatically sync accessibility features across home appliances from a smartphone. 

From the first half of this year, Bixby will automatically have connected devices display text in high contrast or provide a voice guide for family members with low vision, all by simply recognizing their voice. For those with low vision, AI is improving Audio Subtitles by lowering foreign language audio and reading out the subtitles in the language of the user’s choosing.  

Chung also discussed how initiatives like Samsung Solve for Tomorrow, Samsung Innovation Campus and the company’s work with the United Nations Development Programme (UNDP) are enabling the next generation of innovators. Today, Samsung Solve for Tomorrow challenges more than 2.6 million students across 66 countries to use STEM to address challenges in their community. In particular, during the Paris 2024 Olympic Games last year, Samsung and the International Olympic Committee (IOC) launched a digital community “Together for Tomorrow, Enabling People” and appointed top 10 teams from global Solve for Tomorrow as community ambassadors. Meanwhile, Samsung Innovation Campus has helped prepare nearly 180,000 young people across 33 countries for the workforce through training on emerging technologies like AI, IoT and big data. 

Achim Steiner, Administrator of UNDP, joined VP Chung on stage to provide an update on Samsung and UNDP’s partnership to harness the power of technology for good. Since its initiation five years ago, the Samsung Global Goals app has raised over $20 million thanks to nearly 300 million users who are using a Galaxy smartphone, tablet or watch. Plus, Samsung and UNDP’s joint work through the Generation17 initiative continues to inspire extraordinary young leaders around the world who are mobilizing their communities to advance the Global Goals. 

SEOUL, Korea – Sept. 5, 2024 – Samsung Electronics Co., Ltd. today announced the expansion of One UI 6.1.1[1], which will bring the latest Galaxy AI features to more Galaxy devices through a new update. With the rollout beginning in September, the update will extend the AI features of Galaxy Z Fold6 and Z Flip6 to previous models including the Galaxy S24 series, S23 series, S23 FE, Z Fold5, Z Flip5 and Tab S9 series. With the latest advanced features across communication, productivity and creativity, the updated OS will elevate every mobile experience for users to deliver greater intelligence and convenience.

Intuitive Communication Without Barriers

Communicating with someone in another language is simple and easy with Galaxy AI. Interpreter[2] offers Listening Mode which will now be available on all expanded devices, and one-way translation that can be used while listening to a presentation.

With Chat Assist, users can easily draft emails, social media posts, and more using Composer[3]. Users can simply input a few keywords and Galaxy AI will generate a full message based on tone and personal style[4] for review. Suggested replies[5], previously only available on Galaxy Z Flip6, will now be available on Galaxy S24 series devices — offering quick replies from the wrist when connected to Galaxy Watch7 or Galaxy Watch Ultra.

Powerful Productivity From Anywhere

The latest expansion of Galaxy AI features can transform any Galaxy device into a powerful productivity tool. Note Assist[6] makes time-consuming meeting notes a thing of the past, enabling translation and note summaries, while the newly added transcript feature can quickly create notes based on voice recordings. For added convenience, PDF Overlay Translation[7] can effortlessly translate and overlay text in PDF files or even translate text in images and graphs. And Sketch to Image[8] helps enhance photos by generating a selection of image options that perfectly complement the original image based on simple sketches. Also, the advanced search capabilities of Circle to Search[9] with Google quickly generate search results and now offer step-by-step instructions for solving complex math problems, as well as a newly added Sound Search[10] feature.

Advanced Creativity Made Easy

Galaxy AI is enabling everyday users to create professional-grade content, whether they’re an amateur photographer or aspiring content creator. Instantly create portraits in a variety of styles such as 3D cartoon or watercolor with Portrait Studio[11]. Plus, Instant Slow-mo[12] users can seamlessly slow a video down while maintaining smooth image quality before quickly saving and sharing in just a few simple steps.

Availability

The software update for the Samsung Galaxy S24 series will begin rolling out in Korea on September 5, followed by North America and Europe on September 9. Software updates for additional Galaxy devices and countries will be available in the coming weeks.

***

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI, foundry and LED solutions, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners. For the latest news, please visit the Samsung Newsroom at news.samsung.com.

1 The updated software version will be displayed as One UI 6.1 for the Galaxy S24 series, S23 series, and S23 FE, and One UI 6.1.1 for the Z Fold5, Z Flip5 and Tab S9 series.
2 Interpreter requires Samsung Account login. Certain languages may require language pack download. Service availability may vary by language. Accuracy of results is not guaranteed. Availability and supported features may vary by country, region or carrier. Availability of supported languages may vary.
3 Composer requires a network connection and Samsung Account login. Service availability may vary by language. Accuracy of results is not guaranteed.
4 Tone suggesting feature in Chat Assist requires a network connection and Samsung Account login. Must meet length requirements to activate feature. Service availability may vary by language. Accuracy of results is not guaranteed.
5 Suggested Replies feature for Chat Assist requires network connection to receive messages. It can suggest replies with or without a network connection once the messages are received by the device. Samsung Account login required. Service availability may vary by language and app. Accuracy of results is not guaranteed.
6 Features for Note Assist require a network connection and Samsung Account login. Service availability may vary by language. Voice recording feature in the Samsung Notes app may not be supported in some countries. Summarizing feature is activated when a certain number of characters is met and is under the character limit. Audio files must be under 3 hours in duration to be processed. Accuracy of results is not guaranteed.
7 Overlay translation not supported for PDF files secured with password.
8 Sketch to Image requires a network connection and Samsung Account login. Editing with Sketch to Image may result in a resized photo up to 12MP. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.
9 Sequences shortened and simulated. Results for illustrative purposes only. Results may vary depending on visual matches. Requires internet connection. Users may need to update Android to the latest version. Product functionality may be dependent on app and device settings. Some functions may not be compatible with certain apps. Availability of the service varies by country and language. Accuracy of results is not guaranteed. Circle to Search is not available via FlexWindow.
10 Sound Search will be rolled out across regions and models on an ongoing basis to ensure feature accuracy and performance.
11 Portrait Studio requires a network connection and Samsung Account login. Supports JPG, HEIC (HEIF), BMP and PNG files. The background must not be transparent. Editing with Generative Portrait results in a resized photo up to 12MP. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed.
12 Instant Slow-mo feature is available on Samsung Video Player and Samsung Gallery. May not be available on certain video file types. Accuracy of results not guaranteed.

Benjamin Braun, CMO Samsung Europe, highlighting AI for All on stage at IFA 2024

BERLIN, Germany – Sept. 5, 2024 – Samsung Electronics Co., Ltd. took to the stage at IFA today, celebrating 100 years of innovation at the conference, to continue its vision “AI For All.” The presentation showcased Samsung’s bold commitment to democratise AI, enabling more people to benefit from its uses.

Further expanding the AI for All vision, the conference included chapters “AI Meets the World” and “AI Meets You” where speakers from across the company and its partners demonstrated the critical role AI plays in improving users’ quality of life, equipping them with tools they can use to enrich their lives.

“Since our presentation at IFA last year, discussions around AI and its role in our lives have grown significantly,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “At Samsung, we are proud to make AI more accessible and understandable, showing how it can simplify life rather than complicate it. We believe AI should act like multiple pairs of helping hands, meeting your needs and the world beyond them. Our AI-enabled products allow people more time to focus on the things they care about.”

AI For All

Samsung’s AI for All spans a wide range of its AI enabled products, from mobile devices, home appliances and home entertainment systems. By the end of 2024, Samsung expects there will be 200 million Galaxy AI-enabled devices in users’ hands. Samsung understands its AI features need to adapt to how consumers want to live – as well as supporting the needs of the earth.

Central to this is the expanding SmartThings ecosystem, which connects over 500 million devices, offering seamless remote control of all Samsung AI-enabled products, from turning the heating on or off, managing all appliances when home or away and navigating Samsung TVs.

Never before has it been so easy for people across the world to use of the power of AI to take control of the world around them. Samsung AI enable products give this power to its users, allowing them to curate their everyday experiences. Whether striving for more sustainable living, expanding creativity or connecting with their loved ones.

However, only 15% of people said they have a full understanding of how AI can be used in their daily lives and yet 66% of us are looking for ways to create more time. This shows a clear opportunity for Samsung AI to give back to people, and why AI is for All.¹

Launching following IFA, the latest operating system upgrade, One UI 6.1.1, will make AI features from the Galaxy Z Fold6 and Z Flip6, such as Live Translate and Circle To Search, available on the Galaxy S24, Z Fold5 and Flip5.

This rollout of One UI 6.1.1 will also include brand new apps which bring more opportunity for creativity and connection. Including, Sketch to Image, which allows users to visualise their ideas through image options generated from a simple drawing and Portrait Studio which propels creativity by helping users create a more personalised avatar to use online.

AI Meets You

Samsung believes that its AI should enhance daily life by allowing users to personalise entertainment experiences.

Also showcased on stage at IFA were the latest innovations in Samsung TVs. Since 2015, Tizen OS has powered hundreds of millions of smart TVs, leading the evolution of television viewing. 2024 Samsung AI TVs will receive Tizen OS upgrades for seven years considering hardware specification.² This ensures that consumers can continue to enjoy the latest innovations and enhanced connectivity across all their Samsung devices.

Samsung’s Neo QLED 8K AI screens provide an enhanced viewing experience with built-in NQ 8 AI Gen 3 processors. These processors feature 512 neural networks—eight times more than before—and, when combined with the power of AI, deliver a customised, high-quality sound and picture experience. This technology upscales on-screen content to deliver the sharpest and smoothest picture yet.

Samsung also announced the exciting launch of the new Samsung Music Frame.The Music Frame wireless speaker was launched earlier this year, delivering superior sound quality that fills any space with rich, clear audio. With built-in woofers and intelligent Dolby Atmos technology inside, the Music Frame intelligently adapts to your home acoustics and brings every sound and note to life.

Samsung is creating simple user experiences through its Bespoke AI appliances³, which now offer enhanced voice control through Bixby upgrades. The upgraded Bixby can understand multiple commands in one sentence, recall previous context⁴ to carry out continuous commands for personalised responses and provide answers to product related questions.⁵ It allows users to express their needs more naturally and easily than before.

Samsung also opens up greater control and accessibility benefits for users. For example, Samsung developed and applied an Auto Open Door feature on some washing machine and refrigerator models so users can open doors with a light touch. A recent update allows people to open the door by simply saying, “Open the refrigerator door”, even without wake-up commands like “Hi Bixby”.

AI Meets World

Samsung believes that AI is a force for good and one which has a critical role to play in allowing us all to take better care of the planet and each other.

Samsung has continued its mission to become Net Zero by 2050, with 93% of its DX Division operations running on to Renewable Energy sources.⁶

Within its products, Samsung continues to prioritise energy efficiency and is passionate about using AI to make this possible. Whether that’s AI inside appliances such as its refrigerators and washing machines or using AI to unlock the potential of its SmartThings Eco System to save more energy.

On stage at IFA Samsung revealed that the Bespoke AI Laundry Combo is now rolling out across Europe, and will be released in the Philippines by December 2024. The All-in-One washer and dryer combo is a single space efficient appliance that finishes the wash and dry cycle in one queue. The wash cycle not only meets but surpasses the minimum energy efficiency requirements for the A-grade rating by up to 20%,⁷ and the wash and dry cycle combined also meets the A-grade rating.⁸ This impressive performance is achieved through advanced heat pump drying technology, which dries clothes quickly, gently and efficiently at lower temperatures.

The SmartThings Ecosystem remains at the core of Samsung’s ability to pioneer energy efficiency, as it can make lots of small changes to make a big difference. The AI Energy Mode in SmartThings Energy⁹ can save up to 70% of energy consumption for washing machines.¹⁰ ¹¹ Also with SmartThings Away Mode users never have to worry about forgetting to turn off a light or the TV when they go out. Sensors in various appliances sense when there is no-one in the room and then shut down systems to save energy.

Bespoke AI appliances can also save energy costs through Optimal Scheduling and Optimal Charging. These features delay the start of a wash cycle and charging to avoid peak hours in order to reduce energy costs when combined with smart tariffs.

For more information on the products mentioned within this release, please visit the Samsung Global Newsroom here.

¹This research was conducted between July 11th and July 19th, 2024, to gauge public sentiment towards AI across Europe. The survey sampled 11,000 adults from ten countries: the UK, Germany, France, Italy, Spain, Sweden, Finland, Norway, Denmark and Poland, with each country contributing 1,000 respondents, except the UK, which had 2,000 respondents.

²Details on supporting models and features to be determined.

³The update is available for appliances launched in 2024 including the Bespoke 4-Door Refrigerator with AI Family Hub; Bespoke AI Laundry Combo; Bespoke Slide-in Range; Bespoke Jet Bot Combo AI; and Bespoke AI WindFree Gallery Freestanding Air Conditioner (sold in Korea only).

⁴Only available while the dialog box is open.

⁵Understanding multiple commands and Recalling previous context are supported in the following languages: English (US, UK, India), Korean, Spanish (Latin America, Europe), French, German, Italian and Portuguese (Brazil). Answering product-related questions is currently available for English (US) and Korean. The following scenario is based on English (US) and may vary depending on user language settings.

⁶In September 2022, Samsung announced its New Environmental Strategy which includes the company’s goals to achieve net zero Scope 1,2 emissions by 2050, maximize resource circularity to contribute to a circular economy and tackle environmental challenges through technological innovation. Samsung’s Device eXperience (DX) division aims to reach net zero Scope 1,2 emissions by 2030. The DX division achieved 93.4% renewable energy conversion as of the end of 2023 — which includes 100% renewable energy used at major global manufacturing facilities in the United States, Europe, Korea, China, Brazil, India and Vietnam.

⁷Based on internal testing of energy efficiency of household washing machines according to Regulation (EU) 2019/2016. This 18kg washer model comes with 20 percent more energy efficiency (38.9 EEI) than the conventional A-rated energy efficiency class (52 EEI).

⁸Based on internal testing. Complete operating cycle from washing to drying of this model is rated Energy efficiency class A as defined by EU Regulation 2019/2014.

⁹Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

¹⁰Savings amount estimated based on tests performed by Samsung. Estimated savings may differ from users actual savings. https://blog.smartthings.com/smartthings-energy/how-to-reduce-your-carbon-footprint-with-smartthings-energy/ 

¹¹Wi-Fi connection, Samsung account and SmartThings required. Can be applied when the selected washing temperature is 20~40°C. Max saving results from washing a 40 degree cycle as a cold wash. Savings based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions.

Samsung is pioneering premium mobile AI experiences. To learn how Galaxy AI is maximizing the potential of its users, we are visiting Samsung Research centers around the world. Now supporting 16 languages, Galaxy AI is enabling more people to expand their language capabilities, even when offline, thanks to on-device translation in features such as Live Translate, Interpreter, Note Assist and Browsing Assist. We recently visited Jordan to learn the complexities of developing an AI model for Arabic, a language with many dialects. This time, we’re going to Vietnam to explore how data is prepared to train AI models.

What is the difference between a ghost, grave and mother in Vietnamese? For a language spoken by 97 million people worldwide, very little. Each word translates to “ma,” “mả” and “má,” respectively — and can only be distinguished by tone. This illustrates how difficult it can be for AI models to learn a language, considering they cannot recognize firsthand the context and emotions of conversations nor the intentions of those speaking.

Samsung R&D Institute Vietnam (SRV) used finely refined data to help its AI model properly recognize even the most subtle differences in language.

The quality of data used directly affects the accuracy of automatic speech recognition (ASR), neural machine translation (NMT) and text-to-speech (TTS) — processes that help Galaxy AI features such as Live Translate, Interpreter, Chat Assist and Browsing Assist break down language barriers.

A Typhoon of Challenges

“Vietnamese is a complex and diverse language with rich expressions, many of which are challenging to capture,” says Ngô Hồng Thái, NMT lead at SRV. Of the 16 languages that Galaxy AI supports, Vietnamese was particularly difficult to develop.

“Personally, creating an AI model for Vietnamese was more daunting than our typhoons!” he adds before explaining the hurdles faced during the development process.

Vietnamese is a tonal language with six distinct tones. As evident in the “ma” example above, small nuances in vocalization can drastically alter the meanings of words. Therefore, a meticulous and detailed approach was necessary.

“When similar sounding words are broken down, one word consists of several short segments, or ‘frame sets’,” says Bui Ngoc Tung, ASR lead at SRV. “The AI model differentiates between the short audio frames of around 20 milliseconds to recognize what words correspond to a certain set of consecutive frames. As such, it is critical to put great effort into the early stages of the AI learning process.”

Furthermore, homophones and homonyms are common in Vietnamese. People can normally rely on context and nonverbal elements in conversations to differentiate between words that sound the same or are written the same but have different meanings. However, AI models need to be taught to accurately identify and differentiate between tones and similar words.

“This isn’t a straightforward task,” Thái explains. “Apart from the amount, the data needs to be accurate to ensure it is capable of recognizing the linguistic nuances that exist in Vietnamese.”

Rigorous Preparation

The data refinement process consists of three steps. First, the audio and text used to train the AI model must be reviewed and corrected. Then, this dataset goes through random checks for overall quality. Finally, the dataset is normalized and cleaned before use in training.

“We thoroughly performed a series of tests to check the accuracy of our dataset,” says Nguyen Manh Duy, TTS lead at SRV who oversees database creation. “We faced a number of unexpected problems including misspelled words in scripts and background noise or incorrect pronunciation during audio recordings. We spent significant time refining and improving our training data.”

In addition to the unique linguistic challenges in Vietnamese, there is a lack of universally accessible data compared to more widely spoken languages. “This is another reason why the data refinement stage is so important,” he adds. “Since we had limited sources, every piece of data had to be fully reliable. There was no margin for error.”

Moreover, the AI model for Vietnamese must consider both tonal and regional differences. To improve the AI model’s accuracy, the team collected vast amounts of data with Vietnam’s northern, central and southern accents — resulting in an enormous amount of information to refine and verify.

Continued Improvement

Developers at SRV completed the project after months of hard work, and Vietnamese became one of the first languages to be supported by Galaxy AI. Despite this success, the team is ceaselessly working to improve the Vietnamese Galaxy AI experience.

“We’re continuing to enhance the AI model by incorporating user feedback about the relevance of words and phrases in Galaxy AI,” says Tran Tuan Minh, leader of the AI language development project at SRV. “We have just taken our first steps into a more open world  —  and we have so much more to explore together.”

In the next episode of The Learning Curve, we will head to China to dig into how AI models are trained and fine-tuned.